The challenge of the VUCA environment in public relations

The VUCA environment challenges PR agencies to implement flexible and adaptive strategies to succeed in a constantly changing world.

The public relations field is facing an environment characterised by volatility, uncertainty, complexity, and ambiguity (VUCA). Originally developed by the US military to describe combat situations, this concept has become a relevant framework for understanding the challenges that businesses face today, especially in the field of public relations.

The speed at which trends and crises emerge and disappear on social media and in the news media demands that organisations be prepared to respond effectively and strategically, protecting and strengthening their reputation in the process.

Our experience as public relations professionals has taught us that VUCA not only solidified with the pandemic but navigating it long before this event meant a significant differentiating value that we continue to maintain.

One of our clients in the tourism education sector had a flight simulator as part of their infrastructure that they wanted to promote among their target audience to attract more students but had been unable to do so. When the pandemic hit and doubts arose about the safety of air travel, we conducted a media tour in the simulator, inviting more than 10 local media outlets to simulate a possible coronavirus case on a plane while demonstrating appropriate safety measures.

This action resulted in massive coverage on television, radio, and digital media within just 12 hours, yielding an ROI (return on investment for the brand) of USD 21,000 and an audience of over 1 million people nationwide.

As we can see, uncertainty about the future often leads companies to face challenges and unforeseen circumstances such as unexpected crises, new societal expectations, or even regulatory changes. According to a study by the Pew Research Center, 57% of people believe that companies should address both social and economic issues immediately.

This forces public relations management to increasingly anticipate the needs of clients, constantly monitor and analyse potential scenarios they may face, while developing communication plans that easily adapt to changing situations.

In addition to establishing open and honest communication with stakeholders, acknowledging uncertainty when necessary, and fostering collaboration between communications and crisis management departments.

Just as Amazon did in 2020 when it faced criticism related to worker safety and timely delivery of essential products due to the pandemic, and had to implement a strategy that included hiring thousands of additional employees, investing in safety measures in warehouses, and constantly communicating these actions through press releases and social media. This helped mitigate negative perception and maintain consumer trust.

The VUCA environment presents significant challenges for public relations in such a digital and globalised world. Therefore, organisations that adopt strategic and agile approaches, supported by a strong communication team, will be able to build and maintain a solid reputation in this constantly evolving environment.